Sponsored By RevyOps (The #1 GTM Data Management Platform): https://tinyurl.com/revyops-steve-radford

Episode Summary:

In this episode of the Next Gen Sales Leader Podcast, Ben Reed sits down with Steve Radford, Founder of The Greater Sales Company and author of How to Sell. Together, they explore what truly drives effective sales conversations in a world overly focused on AI, tools, and tech stacks. Steve breaks down his principles-based approach to selling, centered on mindset, trust, win-win outcomes, and subject-matter expertise, and explains why great sales performance comes from understanding why things work, not just following a process. This episode dives deep into negotiation, credibility, discounting, and the human psychology behind high-stakes B2B deals.

What you’ll learn:

- Why sales fundamentals still matter more than AI and tech stacks

- The core idea behind How to Sell and its focus on mindset, knowledge, and skills

- Why win-win thinking is essential for sustainable sales success

- How trust must scale with deal size in complex B2B sales

- Why discounting often destroys credibility and leverage

- How subject-matter expertise builds authority and status with buyers

- The difference between being liked and being trusted in sales

- Why elite sales performance is tied to personal growth and self-awareness

Featured Guest:

Steve Radford – Founder, The Greater Sales Company; Author of How to Sell

Host:

Ben Reed, host of the Next Gen Sales Leaders Podcast

Episode Highlights:

[00:00:26] Why “How to Sell” focuses on the human side of selling

[00:01:25] Steve’s 20-year journey from field sales to sales education

[00:03:46] Why foundational sales principles apply across B2B and B2C

[00:05:58] Treating every conversation as a sale, even discovery calls

[00:16:08] Win-win as a non-negotiable sales principle

[00:30:30] Trust, gut instinct, and emotional decision-making in enterprise deals

[00:38:49] Why discounting weakens positioning and credibility

[00:54:06] Subject-matter expertise vs. scripts, tactics, and rapport tricks

[01:00:59] Why personal development creates elite salespeople

Connect with Steve:

LinkedIn: https://www.linkedin.com/in/realsteveradford/

Follow Ben on Social:

LinkedIn: https://www.linkedin.com/in/benjamin-aaron-reed/

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Sponsored By RevyOps (The #1 GTM Data Management Platform): https://tinyurl.com/revyops-steve-radford